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Construction: Getting social

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Presentation given by Paul Wilkinson to London Constructing Excellence Club on 10 May 2011. If you like this, you should also seek out the presentation given by Philippa Grantham of Studio Klaschka

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Construction: Getting social

  1. 1. Getting Social Paul Wilkinson (pwcom.co.uk)
  2. 2. <ul><li>Who am I? </li></ul><ul><li>Pre-web and Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>What is Web 2.0 – a lightning tour </li></ul></ul><ul><ul><li>What’s changing? Why does Web 2.0 matter? </li></ul></ul><ul><ul><li>Web 2.0 – putting it all together </li></ul></ul><ul><li>AEC 2.0: applying Web 2.0 to construction </li></ul><ul><ul><li>audit, engage, influence, measure </li></ul></ul><ul><li>Ten lessons learned </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  3. 3. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  4. 4. <ul><li>Who am I? </li></ul><ul><li>B2B PR professional since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Tarmac, BIW </li></ul></ul><ul><ul><ul><li>BIW won Building magazine “Entrepreneur of the year 2006” </li></ul></ul></ul><ul><ul><li>consultancy: B2B entrepreneur clients: 4Projects, BIW, Earthshine, Slider Studio, tCn, Vertice, Woobius </li></ul></ul><ul><li>Author </li></ul><ul><li>Wikipedian (2003) , blogger (2005), tweeter (2008) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  5. 5. video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts - intranets – portals video-conferences – extranets – web-conferences – file-sharing (P2P) – discussion forums – homepages – wikis VOIP - podcasts - blogs – Twitter – RSS – Facebook – web communities – RFID - tagging – GPS – IoT – QR codes - mashups – virtual worlds – Augmented reality – Web 3.0 – etc Face-to-face Hand drawings Physical models Telegraph Photography Written word Messengers Printing Telephone - Telex - Fax Radio – TV computers time number of tools WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  6. 6. <ul><li>Web 1.0 - Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages </li></ul><ul><li>HTML ‘brochure-ware’ </li></ul><ul><li>later PDFs </li></ul><ul><li>limited interaction </li></ul><ul><li>email integration </li></ul><ul><li>… and no Google </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  7. 7. <ul><li>Web 2.0 or social media – What is it? </li></ul>( Sources : Wikipedia ; Kaizo; Euan Semple) “ People having conversations online” <ul><li>the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. </li></ul><ul><li>“ globally distributed, near instant, person to person conversations” </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  8. 8. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  9. 9. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  10. 10. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  11. 11. <ul><li>Discussion forums </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  12. 12. <ul><li>Wikis </li></ul><ul><ul><li>open – Wikipedia </li></ul></ul><ul><ul><li>organisation – RIBApedia </li></ul></ul><ul><ul><li>Internal </li></ul></ul><ul><ul><ul><li>Fielden Clegg Bradley </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  13. 13. <ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  14. 14. <ul><li>Twitter </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Lists, eg: </li></ul></ul><ul><ul><ul><li>trade bodies </li></ul></ul></ul><ul><ul><ul><li>media </li></ul></ul></ul><ul><ul><ul><li>Architects </li></ul></ul></ul><ul><ul><li>Twibes </li></ul></ul><ul><ul><li>Leagues </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  15. 15. <ul><li>RSS </li></ul><ul><ul><li>RSS publishing, from: </li></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Corporate </li></ul></ul></ul><ul><ul><ul><li>Search </li></ul></ul></ul><ul><ul><li>Feed-readers </li></ul></ul><ul><ul><ul><li>local or web-based: Google Reader, etc </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  16. 16. <ul><li>Social networking </li></ul><ul><ul><li>from personal (eg: Facebook ) … </li></ul></ul><ul><ul><li>to professional (less Facebook, more LinkedIn ) … </li></ul></ul><ul><ul><li>to AEC focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo) </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  17. 17. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? 5227 members 1598 members
  18. 18. www.tcn.uk.com www.reorb.com 2854 members 3982 sign-ups WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  19. 19. <ul><li>Tagging/sharing </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  20. 20. <ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>etc </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  21. 21. <ul><li>Location: </li></ul><ul><ul><li>Real world </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li>Virtual world </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  22. 22. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? <ul><li>Changing PR </li></ul><ul><ul><li>Digital news release issued as a webpage, linked via RSS or a URL </li></ul></ul><ul><ul><ul><li>URL disseminated by email, Twitter, SMS, IM </li></ul></ul></ul><ul><ul><ul><li>easily monitored – eg: unique visitors, time on page, downloads </li></ul></ul></ul><ul><ul><ul><li>bespoke pages for different journalists – with different URLs for distribution </li></ul></ul></ul><ul><ul><li>Easily bookmarked </li></ul></ul><ul><ul><li>Associated multimedia </li></ul></ul><ul><li>We are all publishers now! </li></ul>
  23. 23. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? <ul><li>Changing events </li></ul><ul><ul><li>Hybrid = online + face-2-face </li></ul></ul><ul><ul><ul><li>Real-time sharing/feedback </li></ul></ul></ul><ul><ul><ul><li>Multiple locations </li></ul></ul></ul><ul><li>We are all broadcasters now! </li></ul>
  24. 24. <ul><li>Changing events </li></ul><ul><ul><li>Virtual events </li></ul></ul><ul><ul><ul><li>virtual stands </li></ul></ul></ul><ul><ul><ul><li>no travel </li></ul></ul></ul><ul><ul><ul><li>interact online </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  25. 25. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  26. 26. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  27. 27. … so what’s changed? Changing habits ! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  28. 28. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have broadband internet access </li></ul><ul><li>Will top 80% within three years </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  29. 29. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>biggest driver of UK mobile internet adoption is social media </li></ul><ul><li>70% of daily mobile internet users use social media </li></ul><ul><li>31% of UK people access internet via mobile phone (ie: more than via laptop - 26%) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  30. 30. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>30m+ UK people profiled on Facebook </li></ul><ul><li>ie: 2m in c. 5mths </li></ul><ul><li>Over 2 out of 3 UK internet users have active Facebook accounts </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? UK users Oct 2010 – Mar 2011
  31. 31. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In December 2010, LinkedIn passed five million UK members </li></ul><ul><li>One million members added in six months </li></ul><ul><li>Over one third of UK professionals profiled on LinkedIn </li></ul><ul><li>25% of FTSE100 companies hire via LinkedIn </li></ul><ul><li>100 million LinkedIn users worldwide </li></ul><ul><li>5% of LinkedIn users account for 49% of UK LinkedIn activity </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  32. 32. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>UK = third most active Twitter population </li></ul><ul><li>c. 4m UK users by January 2010 </li></ul><ul><li>7% of Tweeters account for 79% of UK Twitter traffic </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  33. 33. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2010, 5.5 billion online videos watched in UK </li></ul><ul><li>2.5bn of those visits made to YouTube (up 17% on 2009) </li></ul><ul><li>Facebook now 4 th most important for video (up 205%) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  34. 34. New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  35. 35. <ul><li>Slider Studio </li></ul><ul><li>architects turned software developers </li></ul><ul><li>developing new Web 2.0 product </li></ul><ul><li>learning by doing </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  36. 36. <ul><li>Slider Studio – learning PR 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>Web 2.0 product needed Web 2.0 mindset </li></ul><ul><li>University/research = opportunities </li></ul><ul><li>Engage </li></ul><ul><li>started tweeting, blogging, YouTube, etc </li></ul><ul><li>used events effectively (TSB, EBN, Be2camp) </li></ul><ul><li>Influence </li></ul><ul><li>StickyWorld used for London Festival of Architecture </li></ul><ul><li>100s of sign-ups via ‘word of mouse’ recommendation </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  37. 37. <ul><li>Woobius </li></ul><ul><li>also architects turned software developers </li></ul><ul><li>start-up with little PR budget …but social-savvy </li></ul><ul><li>wanted low cost, fast, trackable comms </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  38. 38. <ul><li>Woobius – applying PR 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>competitors not using Web 2.0 </li></ul><ul><li>Web 2.0 good to reach AEC ‘innovators’ </li></ul><ul><li>Engage </li></ul><ul><li>all individuals empowered, ‘netiquette’ </li></ul><ul><li>conversations, online and at events </li></ul><ul><li>Influence </li></ul><ul><li>Woobius covered in key blogs </li></ul><ul><li>innovation awards (useful for funding!) </li></ul><ul><li>11,000 registered users after two years </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  39. 39. <ul><li>tCn: </li></ul><ul><li>the Construction Network </li></ul><ul><li>Web 2.0 ‘newbie’ saw community opportunity </li></ul><ul><li>appointed Web 2.0 expert advisors </li></ul><ul><li>almost 24/7 hands-on </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  40. 40. <ul><li>tCn – supporting PR 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>little Web 2.0 know-how or ‘netiquette’ </li></ul><ul><li>AEC industry focus = differentiation </li></ul><ul><li>Engage </li></ul><ul><li>built Web 2.0 ‘ecoystem’ around tCn </li></ul><ul><li>identified influencers, esp trade bodies </li></ul><ul><li>Influence </li></ul><ul><li>some substantial communities </li></ul><ul><li>online, publications + PR/marketing profs </li></ul><ul><li>3000 registered members in 13 months </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  41. 41. <ul><li>AEC 2.0: Embracing Web 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>Engage </li></ul><ul><li>Influence </li></ul><ul><li>Measure </li></ul><ul><li>Not ‘getting’ social (anti-social?) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  42. 42. <ul><li>Audit </li></ul><ul><li>perceptions </li></ul><ul><li>opportunities </li></ul><ul><li>audience </li></ul><ul><li>existing advocates </li></ul><ul><li>resources </li></ul><ul><li>competitors </li></ul><ul><li>corporate readiness </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  43. 43. <ul><li>Engage </li></ul><ul><li>update and communicate policy </li></ul><ul><li>integrate offline PR/marketing </li></ul><ul><li>adapt strategy </li></ul><ul><li>employ ‘netiquette’ </li></ul><ul><li>be responsive </li></ul><ul><li>remain honest, transparent </li></ul><ul><li>recognise and reward engagement </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  44. 44. <ul><li>Influence </li></ul><ul><li>Participate </li></ul><ul><li>identify influencers and opinion-formers </li></ul><ul><li>establish and nurture relationships </li></ul><ul><li>stay relevant </li></ul><ul><li>feedback </li></ul><ul><li>monitor, adjust … </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  45. 45. <ul><li>Measure </li></ul>Collaboration blog Collaboration website WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  46. 46. <ul><li>Measure </li></ul>Collaboration blog Collaboration website Traffic sources: Twitter 126 Feedburner 76 Facebook 23 LinkedIn 7 Traffic sources: Twitter 5 Feedburner - Facebook 1 LinkedIn 13 blog 28 WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  47. 47. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? <ul><li>Measure </li></ul><ul><li>monitor social media ‘buzz’ (contd) </li></ul><ul><ul><li>numbers: Twitter followers, YouTube views, blog comments, etc </li></ul></ul><ul><ul><li>but not just quantity – look at quality (eg: sentiment) </li></ul></ul><ul><li>increased media coverage (eg: thought leadership) </li></ul><ul><li>‘ crowd-sourced’ feedback on company/products </li></ul><ul><li>customer loyalty, word of mouth recommendations </li></ul><ul><li>but above all : business outcomes, eg: </li></ul><ul><ul><li>number of qualified sales leads </li></ul></ul><ul><ul><li>software or white-paper downloads, event registrations, etc </li></ul></ul>
  48. 48. <ul><li>Summary/final points </li></ul><ul><li>like it or not, social media matters </li></ul><ul><li>multiple channels need more long-term, strategic approach </li></ul><ul><li>need to integrate online and offline </li></ul><ul><li>authenticity is vital </li></ul><ul><li>in B2B, it’s about: </li></ul>“ People having useful conversations online”
  49. 49. Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.pwcom.wordpress.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19

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